The new collaboration will help build brand awareness and develop new licensing opportunities in the market. This partnership expands MFA’s licensing and merchandising program, which oversees the development of products including stationery, home textiles and décor, fashion, jewelry and wall art, all inspired by works from the museum’s collection.

In December 2018, the MFA and Kindle jointly launched several custom-designed Kindle cases featuring renowned paintings by Claude Monet from the museum’s collection–one of the largest holdings of the Impressionist artist’s work outside of France. The cases are now available for sale on Kindle’s online store on Tmall.

More MFA-branded products will be available on Alfilo’s Museums and Galleries Collection online stores and brick-and-mortar stores, offering for the first time a wide range of MFA-licensed merchandise to consumers in China.